Can Sweden become the world’s first destination on prescription?
Visit Sweden wants to prove that a trip to Sweden can be so restorative that a doctor might recommend it.
Can a trip to Sweden be so restorative that a doctor might recommend it? Visit Sweden wants to prove that that’s the case, and together with communications agency Prime, it is now launching a global campaign positioning [SG1] Sweden as the world’s first travel destination which can be prescribed by doctors.
A new international YouGov survey suggests that two out of three people are open to spending more time in nature, if prescribed by a doctor. This openness reflects a growing global movement of “lifestyle prescriptions”, where doctors recommend spending time in nature, social activities, and cultural life to improve health.
In its ‘The Swedish Prescription’, Visit Sweden lists scientifically reviewed activities, from sauna bathing in Lapland to improve sleep, to cold dips in the Stockholm archipelago to boost circulation, or ‘fika’ breaks that increase focus. The list can be downloaded by patients and doctors and used as the basis of conversation in their next scheduled appointment.
“The Swedish lifestyle naturally promotes well-being. From the Right of Public Access [SG1] and our untouched forests to cooler summers, coffee breaks, and a vibrant cultural life. With this campaign, we want to show that a trip to Sweden is not just an experience – it can also contribute to better health. Being able to develop the concept in close collaboration with Prime has been a decisive factor in its success,” says Nils Persson, chief marketing officer at Visit Sweden.
“Most destinations compete with bigger, louder, flashier promises but we chose the opposite. ‘The Swedish Prescription’ doesn’t sell spectacle, it prescribes culture, stillness and nature as the medicine modern travellers actually need. In that sense, Sweden isn’t a getaway, it’s a remedy”, says Petter Lublin, creative director at Prime.
“If a patient asked for ways to manage stress or improve wellbeing, I would support a prescription for Sweden. Its access to nature and related cultural practices align with what works for mental and physical health.”, says Stacy Beller Stryer, Deputy Medical Director at ParkRXAmerica, one of the doctors associated to the campaign.
Campaign activation and objectives
The campaign is launched through a global film, a prescription platform on VisitSweden.com, and targeted PR efforts in key markets. Activities are further supported by partnerships within both the travel and health industries. Within just days of launch, the campaign has already generated 1,200 articles across 30 countries and was featured on CBS Mornings, one of the largest morning shows in the US.
Watch the campaign film here: www.youtube.com/watch?v=hqo3PZwOZhk
Read more: www.visitsweden.com/the-swedish-prescription
Contact
Sean Cowan
sean.cowan@primegroup.com
Survey methodology
This survey was conducted by the YouGov analysis institute during 24 June and 3 July 2025 through online panels with +9000 18+ year-old respondents in different markets: Denmark (1003 respondents), Finland (1016), France (1023), Germany (1016), Netherlands (1025), Norway (1021), Sweden (1012), UK (1037) and USA (1005).
Credits:
Visit Sweden
Nils Persson: CMO
Kristina Nyström: Project manager
Frida Wallen: Production manager
Emmie Bolmstedt: Digital Producer
Viveca Burkhardt: Head of PR
Malin Careliusen: Head of Web & Social Media
Christina Steer: Head of Travel Trade
Prime
Creatives: Petter Lublin, David Aronsson, Fredrik Moberg, Kasper Moss, Christoffer Lind
Josefina Bergström: client lead
Sara Wenkel: project manager
Renée Lorenius: producer
Sergio Guimaraes: PR specialist
Åsa Skyttle: designer
Karl Nyberg: strategist
Amanda Hjelle: planner
FLX/Crazy Pictures
Rasmus Råsmark: director
Albin Pettersson: executive producer
Therese Petterson: executive producer
Hannes Krantz: photographer
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